Is it possible to discreetly exploit cognitive biases so that a trained but inexperienced taster prefers one wine to several other absolutely identical wines? To address this question, three complementary experiments are carried out. Each time, five wines are tasted blind in a tasting laboratory by 24 to 34 (different) tasters. The results show that the participants did not identify that they were tasting the same wine. Moreover, by giving them information, not only their expectations but also their evaluations are altered. We show that with a little manipulation, it is possible to modify the ranking between different wines. It is also possible to get tasters to prefer a wine over other identical wines. Finally, more experienced tasters seem to express stronger opinions and to react more strongly after being given information on the wines they taste(d).